What Are Attributed Sales?
Attributed sales are sales that can be directly linked to an Ads campaign based on the touchpoints a user experienced before making a purchase. This calculation is performed by an attribution model.
What Types of Touchpoints Does Rappi Ads Consider?
A user’s touchpoints correspond to the events recorded while they browse our app. These are divided into three categories:
- Impressions: When the ad generates an impression on the user’s device.
- Click: When the user clicks on the banner or product to view its details.
- Add to Cart: Triggered when the user adds the sponsored product to their cart.
What Is an Attribution Model?
An attribution model is a logic that assigns portions of a sale to different campaigns, considering the touchpoints and Ad products of a brand that influenced a user within a given time period. The result allows brands to understand the impact each marketing action had on sales.
How Does the Attribution Model Work in Rappi?
It is a traditional multi-touch attribution model that is entirely data-driven. Specific weights are assigned to each Ad product a user is exposed to, based on its impact on the probability of completing a purchase.
Model Details:
- It considers a 14-day attribution window.
- It calculates sales considering all products (SKUs) that belong to a brand.
- It does not apply a “time decay” effect—each touchpoint has an inherent weight, but this is not affected by its proximity to the purchase moment.
A Practical Example:
Dulce Frío Ice Cream Campaign
Ana, a Rappi user, saw a banner promoting ice creams from the “Dulce Frío” brand. Later, while browsing the app, she found a sponsored product from the same brand. Later on, she received a push notification reminding her about the promotion. Finally, she purchased the ice cream.
Results: Ana buys the ice cream, and the brand now knows exactly how its actions contributed to the sale.
The new model distributes sales among all touchpoints of the products included in the campaign.
